technology
we can use predictive capability for people with a similar demographic/psychographic. Using those insights CoachAi motivates members and reduces the friction associated with going to the gym, making the whole process easier and more natural. The technology is especially useful for
people new to exercise, who might feel intimidated by the gym environment. The chatbot, which has been shown to increase members’ attendance by up to 96 per cent, offers advice on how often they should be coming, helping them to plan ahead, keep track of their weekly schedule and remember exactly what they should be doing. “We have tailored fun content, including
images and video clips, to drive people through the difficult process of behaviour change. But importantly, no matter how long they remain a member, they will never get the same message twice,” says Neiger.
How does AI differ from automated messages? Most email communications are an automated process based on a sequence of events. For instance, the membership management system knows your birthday so you receive an email. Fitness apps automate messaging based on attendance or achievement logged, while chatbots are widely used in other industries
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where familiar questions are asked, much like a website FAQ section, and the messages are already programmed in. However, AI driven chatbots personalise that
content and respond accordingly; it’s not prescriptive. It’s the difference between a standard ‘no reply’ birthday email and a phone call. You can ask questions and it responds; so you get a two-way conversation designed to give tailored advice. AI technology continually learns from its interactions and how each individual communicates with them, and uses that to create personalised solutions. For example, around a third of all stock
market transactions are now made using AI computer systems, which learn with each trade and adjust the responses as a result. The system won’t embed a response until it keeps getting the same result; it continually tests and learns. By contrast, traditional fitness and personal trainer apps record exercise sessions but don’t learn from that data. “It’s not just about understanding the
member’s demographic, but what sort of person they are too,” explains Neiger. “Harnessing insights from neuroscience and psychology has allowed us to understand why people are designed to resist changes to their life. Although we don’t always behave rationally, our irrationality is predictable and by tailoring content to an individual’s personality, priorities
and values, based on how they communicate, we can stack the odds in their favour.”
How do you see AI impacting retention? People don’t mind a digital experience if they feel it relates to them and AI does this, creating a personal relationship by talking to the member as though they’re a friend. Membership retention is based around visit frequency. The first 90 days are vitally important in establishing a routine. As each conversation is different, it feels as though someone’s there for you, prompting you back into the club, and this belief that someone cares leads to improved member engagement and therefore retention. It’s not designed to cut staff from the process, simply to get members into the building - when staff should take over.
www.retentionguru.co.uk
Shai Neiger will discuss what AI technology could mean for the fitness industry at the Retention Convention, which runs on Thursday 26 April at Austin Court, IET Birmingham.
www.eventbrite.co.uk/e/retention- convention-2018-tickets-42227891761
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